The Effect of Facebook Social Media Promotion on Purchasing Decisions in Keboen Cafe

Oct 13, 2025 by wbrum.org 142 views

The Influence of Social Media Promotion Facebook and Word of Mouth on Purchasing Decisions at Keboen Cafe in North Binjai

Introduction

In today's digital age, social media has become an essential tool for businesses to promote their products and services. Among the various social media platforms, Facebook has emerged as a powerful platform for businesses to reach their target audience. The use of social media, especially Facebook, has become a crucial aspect of marketing strategies in the current business development. Furthermore, word of mouth (WOM) has also been recognized as a significant factor in influencing purchasing decisions. This study aims to analyze the influence of social media promotion Facebook and word of mouth on purchasing decisions at Keboen Cafe in North Binjai.

Background of the Study

The current business development is strongly influenced by technological advances, especially in marketing strategies. Social media, especially Facebook, has become an effective platform in spreading product information quickly and precisely. When the product is displayed on Facebook, this can increase the level of conversation or word of mouth (WOM) among people. Thus, it is essential to find out how much the influence of promotion through social media and word of mouth on purchasing decisions at the Keboen cafe located in North Binjai.

Research Objectives

This study aims to analyze several important aspects related to the influence of social media and word of mouth, namely:

The Effect of Facebook Social Media Promotion on Purchasing Decisions in Keboen Cafe: This objective aims to examine the influence of Facebook social media promotion on purchasing decisions at Keboen Cafe.
The Effect of Word of Mouth on Purchasing Decisions in Keboen Cafe: This objective aims to analyze the influence of word of mouth on purchasing decisions at Keboen Cafe.
Effect of a Combination of Social Media Promotion Facebook and Word of Mouth on Purchasing Decisions at Keboen Cafe: This objective aims to examine the influence of a combination of social media promotion Facebook and word of mouth on purchasing decisions at Keboen Cafe.

Methodology

To achieve the research objectives, this study uses associative methods with a quantitative approach. The sample taken consists of 96 respondents who meet the criteria as visitors aged 18 years and over, have visited the cafe at least once, and are active users of social media. The sampling technique used is nonprobability sampling with a purposive sampling approach.

In analyzing data, various tests are carried out, including validity and reliability tests, classical assumption tests, multiple regression analysis, and hypothesis testing through T-T-test and F-test. In addition, the coefficient of determination is also calculated to understand the proportion of variables that influence purchasing decisions. This testing process is carried out with the help of SPSS software.

Results

The results showed that social media promotion through Facebook has a significant influence on purchasing decisions. This can be seen from the value of T-count of 2.252 which is greater than T-t-table 1.661 with a significance level of 0,000 smaller than 0.05. On the other hand, the influence of word of mouth is also proven to be significant, with a T-count of 3,280 which is greater than T-table 1,661 and a significance level of 0.001.

Furthermore, the results of the analysis showed that simultaneously, social media promotion Facebook and word of mouth had a significant positive influence on purchasing decisions with a percentage of 19.0%. That is, there are 19% of purchasing decisions that are influenced by the two variables, while the remaining 81% are explained by other factors that are not examined in this study.

Discussion

Seeing these results, it is clear that the use of social media such as Facebook and the word of mouth strategy is very important for the development of cafes such as Keboen. Therefore, cafe managers should increase interaction and promotion on social media, as well as encourage customers to share their experiences, in order to attract more visitors and increase purchasing decisions.

Conclusion

This study provides insight for business owners, especially in the culinary sector, regarding the importance of utilizing promotions through social media and word of mouth in increasing the attractiveness and decisions of consumer purchasing. The results of this study suggest that social media promotion Facebook and word of mouth have a significant influence on purchasing decisions at Keboen Cafe in North Binjai.

Recommendations

Based on the findings of this study, the following recommendations are made:

Increase social media promotion: Cafe managers should increase interaction and promotion on social media to attract more visitors and increase purchasing decisions.
Encourage word of mouth: Cafe managers should encourage customers to share their experiences on social media to increase the influence of word of mouth.
Monitor and analyze social media data: Cafe managers should monitor and analyze social media data to understand the effectiveness of their social media promotion and word of mouth strategy.

Limitations of the Study

This study has several limitations, including:

Sample size: The sample size of this study is relatively small, which may limit the generalizability of the findings.
Sampling method: The sampling method used in this study is nonprobability sampling, which may introduce bias in the sample.
Data collection method: The data collection method used in this study is self-reported, which may be subject to biases and errors.

Future Research Directions

This study provides several avenues for future research, including:

Examining the influence of social media promotion on purchasing decisions in other industries: This study focused on the culinary sector, but future research could examine the influence of social media promotion on purchasing decisions in other industries.
Investigating the role of social media influencers in promoting products: This study focused on the influence of social media promotion on purchasing decisions, but future research could investigate the role of social media influencers in promoting products.
Analyzing the impact of social media on consumer behavior: This study focused on the influence of social media promotion on purchasing decisions, but future research could analyze the impact of social media on consumer behavior more broadly.
Frequently Asked Questions (FAQs) about the Influence of Social Media Promotion Facebook and Word of Mouth on Purchasing Decisions at Keboen Cafe in North Binjai

Q: What is the main objective of this study? A: The main objective of this study is to analyze the influence of social media promotion Facebook and word of mouth on purchasing decisions at Keboen Cafe in North Binjai.

Q: What are the research objectives of this study? A: The research objectives of this study are:

To examine the effect of Facebook social media promotion on purchasing decisions in Keboen Cafe.
To analyze the effect of word of mouth on purchasing decisions in Keboen Cafe.
To examine the effect of a combination of social media promotion Facebook and word of mouth on purchasing decisions at Keboen Cafe.

Q: What is the sampling method used in this study? A: The sampling method used in this study is nonprobability sampling with a purposive sampling approach.

Q: How many respondents were involved in this study? A: A total of 96 respondents were involved in this study.

Q: What is the significance level of this study? A: The significance level of this study is 0.05.

Q: What are the results of this study? A: The results of this study showed that social media promotion through Facebook has a significant influence on purchasing decisions. Additionally, the influence of word of mouth is also proven to be significant. Furthermore, the results of the analysis showed that simultaneously, social media promotion Facebook and word of mouth had a significant positive influence on purchasing decisions with a percentage of 19.0%.

Q: What are the implications of this study? A: The implications of this study are that social media promotion Facebook and word of mouth are very important for the development of cafes such as Keboen. Therefore, cafe managers should increase interaction and promotion on social media, as well as encourage customers to share their experiences, in order to attract more visitors and increase purchasing decisions.

Q: What are the limitations of this study? A: The limitations of this study are:

Sample size: The sample size of this study is relatively small, which may limit the generalizability of the findings.
Sampling method: The sampling method used in this study is nonprobability sampling, which may introduce bias in the sample.
Data collection method: The data collection method used in this study is self-reported, which may be subject to biases and errors.

Q: What are the future research directions of this study? A: The future research directions of this study are:

Examining the influence of social media promotion on purchasing decisions in other industries.
Investigating the role of social media influencers in promoting products.
Analyzing the impact of social media on consumer behavior more broadly.

Q: What are the recommendations of this study? A: The recommendations of this study are:

Increase social media promotion: Cafe managers should increase interaction and promotion on social media to attract more visitors and increase purchasing decisions.
Encourage word of mouth: Cafe managers should encourage customers to share their experiences on social media to increase the influence of word of mouth.
Monitor and analyze social media data: Cafe managers should monitor and analyze social media data to understand the effectiveness of their social media promotion and word of mouth strategy.

Q: What are the implications for business owners? A: The implications for business owners are that social media promotion Facebook and word of mouth are very important for the development of their business. Therefore, business owners should increase interaction and promotion on social media, as well as encourage customers to share their experiences, in order to attract more visitors and increase purchasing decisions.